From the partnership with Planted was born the 100% vegetable kebab, from pea proteins
Kebhouze, the kebab chain launched by Gianluca Vacchi, continues to grow. In the current month there will be two other openings in Italy: on 24 June in Milan (Fiordaliso shopping center) and 25 in Bergamo (Oriocenter shopping center). In total, over 25 openings are planned by 2022 in Italy.
And now also the European debut in Ibiza: Kebhouze puts his first foot out of Italy just 6 months after the opening of the first store which has met with great success. On June 17th, Kebhouze arrives in Ibiza at Avinguda d’Espanya, 4, a few steps from the port and Plaça del Parc.
The menu includes 100% Italian chicken kebabs and a premium and new version in the world of kebabs: from Kebhouze it will also be possible to order the black angus meat kebab. There is also great news for vegetarians, vegans and more: Kebhouze has signed a partnership with Planteda Swiss company that in the name of environmental sustainability produces 100% vegetable kebabs from pea proteins, which will be available on the menu from the moment it opens.
The idea of launching the chain comes from a group of young Italian guys, who had the intuition to launch a kebab food brand, completely new in the world of fast food: “Our idea was to create a chain of one of the best known and most consumed street foods in the world, which until now did not yet have a reference food brand as has happened for all the other street foods. The premise is to offer the same type of product and to guarantee the same quality and service standards in every point of sale in the world “- he declares Oliver Zon, one of the founders of Kebhouze.
Particular attention was also paid during the construction of the project and the selection of products to the theme of environmental sustainability: the food packaging is completely eco-friendly, including the natural waters in tetrapack branded Kebhouze. Also from the point of view of local economic sustainability, the chain of Gianluca Vacchi has opted for an enhancement of Italian companies, from which all the meat is supplied, and of local producers, with whom, for example, a collaboration has been established on the production of two different craft beers that will be present in the Kebhouze brand stores.
A challenge, that of sustainability, accepted and carried out with great success by Kebhouze, the first kebab food brand in the world that has opened stores throughout Italy starting from December 2021 and which, among the various innovations, has brought a completely plant-based kebab to Italy for the first time. In fact, the Planted kebab stands out on the menu of the chain: it is a 100% vegetable – and vegan – product based on pea proteins, without any additives or flavorings, with the sole addition of Vitamin B12 which makes the product complete from the point of nutritional view. The big difference compared to the majority of plant-based products on the market is the complete absence of soy: in addition to the absence of allergens related to this ingredient, it is an element that positively affects the environmental impact.
The production and consumption of Planted reduces CO2 emissions by more than 74% compared to the production of normal meat, in addition to exploiting half of the land and water. The Planted is produced by the company of the same name based in Kemptthal, near Zurich, in Switzerland. A real partnership was created with Kebhouze, for which it was decided upstream that the vegetable kebab would be a real protagonist of the format since the opening of the first store. The Planted kebab was immediately a success: many vegetarians and vegans tried it and were amazed at the final result “It has happened several times that vegan customers have asked us after the first bite, almost frightened, if it wasn’t a real meat kebab by mistake” – says Oliver Zon, one of the founders of Kebhouze.
“The great gratification for vegetarians and vegans is being able to have a level vegan experience in terms of taste, which has nothing to envy to that of the neighbor who is eating real chicken”. So at Kebhouze the playing field has become wider “Many of the customers who order the vegetable planted kebab tell us that they eat meat without problems, but that they choose it for pure taste reasons”. For vegans, vegetarians and more there is also good news: throughout the month of June in all Kebhouze stores the Planted Kebab is on promotion, so customers can order a complete menu of kebabs, chips and soft drinks at the price of the single piadina.
Plant based products have literally conquered the food market in Italy. This is not an opinion: according to a research conducted by Bva Doxa, plant-based products – also called plant based – are purchased by 54% of Italians. More than one in two Italians. 21% of them buy them regularly, 33% only occasionally. According to the analysis carried out by the Italian company specializing in market research, the protagonists of this trend and this change in the eating habits of consumers are young people under 35. The choice of putting a plant based product in the cart as an alternative to meat is of various kinds: the main purchasing driver is certainly the nutritional aspect and that linked to the choice of a type of vegetarian or vegan diet. But not only that: over the years, taste has become an increasingly solid needle of the balance in the choice of the consumer; moreover, the fact that these are environmentally friendly products and foods is consolidated in the minds of consumers with a view to greater sustainability of the food market.
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